iWorld
One Digital launches ‘Hip Hop Highway’ on Saavn
MUMBAI: In an effort to amplify its efforts in catapulting India’s burgeoning hip hop story, Saavn and One Digital have launched their new audio show, Hip Hop Highway. The show will have 12 episodes, releasing a 25 to 30 minute episode each Wednesday starting from today.
Listeners will hear from Indian artists, promoters, labels, producers, and upcoming talent as they discuss all aspects of the hip hop genre. Mixing in-studio sessions and on-site interviews, listeners can expect an authentic, off-the-cuff conversation on the role desi hip hop has come to play in India’s popular culture.
“With Hip Hop Highway we want to trace the origins of the genre in the country, with artists relating their journeys to the top. What was once deemed a subculture has today successfully become mainstream Indian music and Saavn is delighted to be the first audio streaming service to tell this story,” said Saavn co-founder and executive chairman Paramdeep Singh. “Hip Hop Highway will be incredibly artist centric and give major up-and-coming talent the opportunity to share their craft and stories with Saavn’s growing listenership base. Considering One Digital Entertainment’s extensive work on the hip hop scene, we are happy to partner them on this property”.
Hosted by Raaj Jones, the first episode will feature Indian rapper Raftaar and British-Indian DJ & Radio presenter Bobby Friction.
With Hip Hop Highway, listeners will be privy to a range of conversations, from insights into the evolution of desi hip hop to the international scene, and exclusive unreleased tracks to live performances from their favourite hip hop artists. Week on week, the off-centre yet revolutionary audio show will have various artists including Badshah, Divine and Naezy, among others.
One Digital Entertainment co-founder and COO Gurpreet Singh Bhasin added, “This audio show is novel in more ways than one. Not only is it the first show dedicated to a specific music genre, it is also a step forward in strengthening the original audio content domain in the country. We are delighted to collaborate with Saavn on this as they make for one of the perfect partners, with them being the people behind the best audio entertainment in the industry”.
Unlike other global markets, India’s uniquely film-centric music scene leaves independent artists with little support and limited opportunities to access larger audiences. As part of their larger objective, Saavn teams up with One Digital Entertainment to access the alternative mediums in which desi hip hop artists often make their debut. Choosing to showcase the lives and artistry of India’s hip hop legends is an unconventional method that has worked extremely well for Saavn in the recent past, with programs like AiR (Artists in Residence) and RMX giving non-film musicians both the tools and the global stage required to grow their fan base independent of the Bollywood music scene.
Saavn launched Saavn Originals in April 2016 in a bid to expand their repertoire of content to include a cutting-edge collection of original, long-form audio programs for its worldwide user base.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
